The study, published in the International Journal of Economic, Finance and Business Statistics (IJEFBS), examined how consumers respond to pricing and promotional activities at Ami Ali Parfum Store. The researchers found that price had a stronger influence on purchase decisions than promotion, although both factors had statistically significant positive effects.
The findings provide practical insight for small businesses seeking to attract consumers while maintaining competitive prices and improving their digital marketing strategies.
Competition Is Growing in Pontianak’s Perfume Market
Indonesia’s local perfume industry has continued to expand as fragrances become increasingly associated with personal appearance and everyday lifestyle. Consumers now have access to more fragrance variants, while social media platforms such as Instagram and TikTok provide affordable channels for local businesses to promote their products.
The same trend is visible in Pontianak, West Kalimantan. Data cited in the study show that 69 perfume stores were legally operating in Pontianak in 2025, including 10 businesses in North Pontianak District.
Ami Ali Parfum Store, located on Khatulistiwa Street, has operated since 2021. The store offers approximately 50 refill perfume variants, with prices ranging from IDR 2,000 to IDR 10,000 per milliliter. It also sells perfume bottles in different sizes starting at IDR 5,000.
Despite its range of products and affordable pricing, the store experienced declining revenue after 2023. Its revenue increased from IDR 201.3 million in 2022 to IDR 219.1 million in 2023, before falling to IDR 180.0 million in 2024 and IDR 155.5 million in 2025.
The store was also competing with 68 other perfume businesses in Pontianak. Its promotional efforts included a 10 percent discount for purchases of at least IDR 200,000, Instagram and TikTok marketing through @amialiparfum_kalbar, and storefront signage. However, the researchers noted that social media publishing remained relatively infrequent.
Researchers Surveyed 100 Consumers
Widianti and Ramadhan used a quantitative associative research design to examine the relationship between price, promotion, and purchase decisions.
The researchers collected primary information through observation, interviews, and questionnaires. Secondary information came from the store’s sales records and documentation of its promotional activities.
The study involved 100 Ami Ali Parfum Store consumers, selected through purposive sampling. Participants had to have purchased from the store at least once, be at least 15 years old, understand the questionnaire, and make purchases independently.
Consumers assessed statements about price, promotion, and purchase decisions using a five-point scale ranging from strongly disagree to strongly agree.
The researchers then analyzed the responses using multiple linear regression and statistical tests conducted with SPSS.
The measurement instruments passed validity and reliability tests. Cronbach’s alpha values were 0.747 for price, 0.776 for promotion, and 0.837 for purchase decisions, indicating that the questionnaire measurements were sufficiently consistent for further analysis.
Price Has the Stronger Influence
The statistical analysis produced the following regression equation:
Y = 2.096 + 0.390X1 + 0.162X2
Here, Y represents purchase decisions, X1 represents price, and X2 represents promotion.
The results show that both variables had positive relationships with purchase decisions, but the coefficient for price was considerably larger than the coefficient for promotion.
The key findings were:
- Price had a positive and significant effect on purchase decisions, with a regression coefficient of 0.390, a t-value of 3.891, and significance below 0.001.
- Promotion also had a positive and significant effect, with a coefficient of 0.162, a t-value of 2.081, and a significance value of 0.040.
- Price and promotion jointly had a significant effect on purchase decisions, with an F-value of 20.776 and significance below 0.001.
- The correlation between price, promotion, and purchase decisions was 0.548, classified by the researchers as a moderate relationship.
- The two variables explained 30 percent of the variation in purchase decisions, while the remaining 70 percent was associated with factors outside the research model.
The results suggest that consumers are more likely to make a purchase when they perceive perfume prices as affordable, competitive, and appropriate for the product’s quality and benefits.
Digital Promotion Could Strengthen Business Performance
The findings have direct implications for Ami Ali Parfum Store and similar small perfume businesses.
Widianti and Ramadhan’s analysis indicates that maintaining competitive prices should remain a major part of the store’s marketing strategy. At the same time, promotional activities need to become more consistent and informative.
Instagram and TikTok could be used more actively to communicate discounts, product availability, fragrance variants, and best-selling products. Clear and regular promotional information could help consumers understand what the store offers before visiting or making a purchase.
The researchers also suggest strategies such as product bundles, discounts for repeat purchases, and stronger personal selling. Staff can help consumers select fragrances according to their preferences and budgets.
Importantly, the researchers found that price and promotion explain only 30 percent of purchase-decision variation. This means businesses should not rely exclusively on these two factors.
Product quality, brand image, store location, consumer trust, service quality, and transaction convenience may also influence whether consumers decide to purchase.
What the Findings Mean for Local Businesses
The research provides a useful lesson for local businesses operating in highly competitive consumer markets.
For perfume retailers, an affordable price can attract consumers, but effective communication is also necessary to turn consumer awareness into purchasing action. Businesses that combine competitive pricing with consistent digital promotion may have greater opportunities to remain visible among numerous competitors.
The findings also highlight the importance of understanding what consumers perceive as value. A low price alone does not necessarily guarantee a purchase. Consumers may compare price with fragrance quality, durability, product availability, promotional benefits, and the overall shopping experience.
In an ethical paraphrase of the researchers’ findings, Dellia Widianti and Muhammad Ebuziyya Alif Ramadhan of the University of Muhammadiyah Pontianak show that purchase decisions at Ami Ali Parfum Store are shaped by both consumers’ perceptions of price and the effectiveness of promotional communication, with price emerging as the stronger factor in their model.
Authors’ Profiles
Dellia Widianti is a researcher affiliated with the Faculty of Economics and Business, University of Muhammadiyah Pontianak. Her research in this article focuses on marketing, pricing, promotion, and consumer purchase decisions.
Muhammad Ebuziyya Alif Ramadhan is also affiliated with the Faculty of Economics and Business, University of Muhammadiyah Pontianak. His research interests in this study center on marketing and consumer behavior.
The article does not provide academic degree information for the authors, so no degree titles are added here to avoid introducing unsupported information.
Source
Article Title: “The Effect of Price and Promotion on Product Purchase Decisions at Ami Ali Parfum Store in Pontianak”
Authors: Dellia Widianti and Muhammad Ebuziyya Alif Ramadhan
Affiliation: Faculty of Economics and Business, University of Muhammadiyah Pontianak
Journal: International Journal of Economic, Finance and Business Statistics (IJEFBS)
Publication: Volume 4, No. 4, 2026, pp. 473–488
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